A Case Study
The Client:
Tulsa Zoo
The Tulsa Zoo is a non-profit zoo located in Tulsa, Oklahoma, United States. The zoo is owned by the City of Tulsa, but since 2010, has been privately managed by Tulsa Zoo Management, Inc.
Project Scope:
Tulsa Zoo aimed to increase summer admission, particularly from distant cities within a commutable distance.
The Challenge:
Tulsa Zoo, nestled within one of the largest municipal parks in the U.S., sought innovative strategies to attract more visitors during the summer months. Despite its rich offerings, the zoo faced the hurdle of distance, especially for potential visitors from cities like Bentonville.
The Client:
Tulsa Zoo
The Tulsa Zoo is a non-profit zoo located in Tulsa, Oklahoma, United States. The zoo is owned by the City of Tulsa, but since 2010, has been privately managed by Tulsa Zoo Management, Inc.
The Project Scope:
Tulsa Zoo aimed to increase summer admission, particularly from distant cities within a commutable distance.
The Challenge:
Tulsa Zoo, nestled within one of the largest municipal parks in the U.S., sought innovative strategies to attract more visitors during the summer months. Despite its rich offerings, the zoo faced the hurdle of distance, especially for potential visitors from cities like Bentonville.
The Solution
In response, we developed a direct marketing campaign tailored to Bentonville, AR, which is a two-hour drive from the Tulsa Zoo gates. To encourage visitors to come from here, we knew it needed to have a great offer with an even better design. Three separate drops were organized for the Bentonville area and were delivered at three different times during the summer of 2009.
Targeted Distribution
Door hangers were distributed in Bentonville, Arkansas, reaching a specific audience within driving distance.
Captivating Design
Three unique door hangers featured engaging animal visuals, including a perforated elephant standee for added interactivity.
Offer Incentives
Two coupons were attached to each door hanger: one for free zoo admission and another for a free concession stand item.
Multiple Drops
Three separate door hanger drops were conducted throughout the summer.
The Solution
In response, we developed a direct marketing campaign tailored to Bentonville, AR, which is a two-hour drive from the Tulsa Zoo gates. To encourage visitors to come from here, we knew it needed to have a great offer with an even better design. Three separate drops were organized for the Bentonville area and were delivered at three different times during the summer of 2009.
Targeted Distribution
Door hangers were distributed in Bentonville, Arkansas, reaching a specific audience within driving distance.
Captivating Design
Three unique door hangers featured engaging animal visuals, including a perforated elephant standee for added interactivity.
Offer Incentives
Two coupons were attached to each door hanger: one for free zoo admission and another for a free concession stand item.
Multiple Drops
Three separate door hanger drops were conducted throughout the summer.
The Results
Increased Attendance
Over 7,352 Bentonville residents visited the zoo, directly attributed to the campaign.
High Redemption Rate
The free admission coupon boasted a 2.95%redemption rate, with each redeemed coupon bringing an average of 3 visitors.
Concession Boost
The concession coupon generated over $20,000 in revenue.
The Results
Increased Attendance
Over 7,352 Bentonville residents visited the zoo, directly attributed to the campaign.
High Redemption Rate
The free admission coupon boasted a 2.95%redemption rate, with each redeemed coupon bringing an average of 3 visitors.
Concession Boost
The concession coupon generated over $20,000 in revenue.
“All departments associated with this program — admissions, marketing, membership, food, and gift
were highly pleased [with the door hanger campaign] and are looking forward to working with Varga
again. This medium is a marketing manager’s dream!”
Marketing and Public Relations Director
“All departments associated with this program — admissions, marketing, membership, food, and gift were highly pleased [with the door hanger campaign] and are looking forward to working with Varga again. This medium is a marketing manager’s dream!”
Marketing and Public Relations Director
Key Takeaways
Through strategic planning, creative execution, and effective partnership, Tulsa Zoo successfully addressed the challenge of distance and boosted summer admission rates. This case underscores the importance of targeted marketing initiatives and highlights the potential for innovative solutions to overcome geographical barriers in driving visitor engagement and revenue growth for cultural institutions like zoos.
Targeted Marketing
Focusing on specific demographics within a reachable distance can be highly effective.
Creative Design
Engaging visuals and interactive elements can grab attention and increase campaign impact.
Compelling Incentive
Attractive discounts and freebies can significantly motivate potential visitors.
Strategic Timing
Multiple campaign phases can maximize impact throughout the desired timeframe.
Key Takeaways
Through strategic planning, creative execution, and effective partnership, Tulsa Zoo successfully addressed the challenge of distance and boosted summer admission rates. This case underscores the importance of targeted marketing initiatives and highlights the potential for innovative solutions to overcome geographical barriers in driving visitor engagement and revenue growth for cultural institutions like zoos.
Targeted Marketing
Focusing on specific demographics within a reachable distance can be highly effective.
Creative Design
Engaging visuals and interactive elements can grab attention and increase campaign impact.
Compelling Incentive
Attractive discounts and freebies can significantly motivate potential visitors.
Strategic Timing
Multiple campaign phases can maximize impact throughout the desired timeframe.